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Millennial Men Are Exerting Greater Influence in the Beauty Market

A sizable share of Millennial men have a skincare regimen – and many are likely to engage in online and offline conversations to influence others in their beauty product choices, according to a pair of new studies from YouGov and Engagement Labs.

The research from YouGov – based off the responses of more than 12,750 men – finds that at least one-third of men ages 18-49 use beauty products to make them look better.

Moreover, some 22% of men of all ages surveyed agree that they have a skincare regimen. That figure jumps to 29% among 18-34-year-olds, making them the most likely to have such a regimen, almost double the rate of men ages 50 and older (16%).

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